Lee, Jung Eun; Shin, Eonyou; Kincade, Doris H. - In: Journal of Product & Brand Management 33 (2024) 5, pp. 604-617
Purpose This study aims to investigate how image-presentation-order influences mental imagery (MI) processing and purchase intentions. This study also examines the moderating effect of a series of images on the relationship between image-presentation-order and MI processing....
